A synthesized retail brand personality framework: a cross-cultural study of Taiwan and the United States

Ya Hui Kuo, Pei Chiang Wu, Sun Young Ahn

研究成果: Article同行評審

1 引文 斯高帕斯(Scopus)

摘要

Purpose: The purpose of this study was to develop a synthesized retail brand personality scale (RBPS) framework across retail formats. This research also addresses cultural differences by applying an emic-etic approach to scale development with United States (US) and Taiwanese samples. Design/methodology/approach: After two focus group interviews and a pretest were conducted in both Taiwan and the US, a main test was conducted on consumer samples in Taiwan (N = 412) and in the US (N = 411). Confirmatory factor analysis was used to develop a valid, reliable RBPS. Findings: The results revealed that sincerity and sophistication are comparable dimensions to those in the brand personality scale (BPS), and unpleasantness, traditionalism, enthusiasm, antagonism and innovativeness were found to be unique dimensions for retail brands. The findings also indicated that sincerity, unpleasantness and traditionalism are common dimensions across cultures, whereas innovativeness, sophistication and antagonism are culture-specific dimensions in the US, whereas enthusiasm is a specific dimension in Taiwan. Originality/value: To the best of authors’ knowledge, this study is the first to develop a synthesized scale of retail brand personality that compares the identified dimensions to Aaker's (1997) BPS and includes an emic-etic approach. This research contributes to the branding literature and international marketing field, and has implications for retail practitioners.

原文English
頁(從 - 到)919-937
頁數19
期刊Cross Cultural and Strategic Management
29
發行號4
DOIs
出版狀態Published - 2022 9月 20

All Science Journal Classification (ASJC) codes

  • 商業與國際管理
  • 文化學習
  • 社會學與政治學
  • 策略與管理
  • 組織行為與人力資源管理

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